HUL to bring back Ayush with its first exclusive e-commerce launch

NEW DELHI: Hindustan Unilever (HUL) is bringing back its Ayurveda brand Lever Ayush from the dead and going mainstream with its first exclusive e-commerce launch in India to take on popular brands in the naturals category such as, Himalaya, Kaya and Biotique.

"Lever Ayush is in the natural space, which happens to be one of the fastest growing consumer segments today," said Samir Singh, ED, personal care, HUL. The company launched Ayush in 2001. Later, there were reports that HUL may pull out the brand from the market."The products were way ahead of their time," said Singh.

The FMCG giant is positioning Lever Ayush as a premium brand. "Each Lever Ayush product takes around 10 days to make. The products will be two to four times more expensive than competing brands," said Singh. A 100-ml bottle of Lever Ayush oil is expected to cost around Rs 600. The brand will have products ranging between hair and skin and pain management.

The naturals product category in India is pegged at around Rs 4,000-5,000 crore. HUL plans to partner with online marketplaces for Lever Ayush, which was earlier sold through HUL Network, its direct selling business.

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A bench of Chief Justice Rajendra Menon and Justice V K Rao passed the order while acting on a PIL filed by Delhi-based dermatologist Zaheer Ahmed who complained that lakhs of medicines were being sold on the internet every day without much regulation, posing a huge risk to patients and doctors alike.